National campaign aims to convince young people of a future in Logistics: universities of applied sciences join forces
All Dutch universities of applied sciences offering degree programmes in Logistics have joined the new ‘Logistiek, ik loev het’ campaign to counteract the decline in student enrolment and break through the outdated image of the sector. The campaign has officially been launched today.
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Urgent problems
The Dutch logistics domain is facing a significant staff shortage. Due to the strong growth of e-commerce, the increased complexity of international supply chains and the ageing population in the field, the demand for well-educated logistics professionals has skyrocketed in recent years. At the same time, many young people have a limited understanding of modern logistics and the diverse career prospects the sector offers. With this joint effort, educational institutions aim to encourage more young people to aspire a career in the logistics domain and to counteract the growing staff shortage.
The campaign
‘Logistiek, ik loev het’ – where loev stands for ‘voel/love’ in youth language – enthuses young people in a positive and accessibly way. The focus is on showcasing the diverse and dynamic aspects of the logistics discipline via an online platform. Here, young people can find inspiring stories, short videos and testimonials from students and professionals. The campaign also makes extensive use of social media channels such as Instagram, and TikTok, where young people are active on a daily basis.
Paul Schuurmans, degree programme manager of Logistics at Breda University of Applied Sciences: “Young people's perception of logistics professionals often does not correspond with reality. With this campaign, we demonstrate that logistics revolves around creativity, technology, sustainability, and international cooperation. We believe that by joining forces, we can make a much greater impact than if each university of applied sciences were to operate individually.”
Ambitious goals
The universities of applied sciences not only want to inspire more young people to opt for a logistics programme, but also to show that the domain is versatile and future-proof. The ambition is to reach thousands of young people and to enthuse them for a career in which they can make a real impact.
The campaign has been developed by marketing agency Press Play, and is an initiative of Breda University of Applied Sciences, HAN University of Applied Sciences, Windesheim University of Applied Sciences, Utrecht University of Applied Sciences, Rotterdam University of Applied Sciences, Fontys University of Applied Sciences, NHL Stenden University of Applied Sciences, Amsterdam University of Applied Sciences, and HZ University of Applied Sciences.
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